Jaden Smith spearheads Levi’s sustainable campaign

Here’s what to cop from the collection

This year, Levi’s takes a big leap as they launch their first global campaign in three years. Welcome the “Buy Better, Wear Longer” initiative!

This campaign centers on sustainability efforts of the brand as headed by six influential personalities: artist Jaden Smith, footballer Marcus Rashford, YouTuber Emma Chamberlain, activist Xiye Bastida, entrepreneur Melati Wijese, and musician Xiuhtezcatl Martinez.

The brand plans to focus on innovations that make their apparel as durable as ever with materials crafted in a more circular manner. The brand has started their innovations with Cottonized Hemp, Levi’s WellThread, Water<Less technology, and other production techniques which use less resources and make less waste.

Levi’s says they’re also targeting 100 percent sustainably sourced cotton by 2025, 100 percent renewable energy in owned and operated facilities by the same year, and 40 percent reduction in greenhouse gas emissions in the supply chain. 

Aside from these, Levi’s pieces are not only sustainable, they’re timeless too. This means if you want to support more circular brands and lessen the pollution fast fashion brands make, Levi’s is definitely one brand to eye for.

Here are our top picks from their sustainable collection: